Recently, the Malaysia Tourism Board launched its first major post-pandemic marketing campaign in China under the theme “A Warm Reunion,” aiming to vigorously re-enter the Chinese outbound travel market. From March 29 to April 15, 2023, the Ministry of Tourism, Arts and Culture of Malaysia, together with the Malaysia Tourism Board, held a series of roadshows across six major cities—Beijing, Chongqing, Guangxi, Guangzhou, Shanghai, and Xiamen—spanning eastern and western China. Through business meetings, themed presentations, and industry networking events, the delegation sent a strong signal of Malaysia’s full tourism recovery to Chinese industry players and travelers.
68 Industry Representatives Visit China; Public-Private Collaboration Reinforces Market Confidence
The roadshow was led by Mr. Amirul Abudl Rahim, Senior Deputy Director of the International Promotion Division (Asia/Africa) of Tourism Malaysia. The delegation included tourism officials from the states of Selangor, Sabah, Sarawak, and Labuan; the Malaysia Healthcare Travel Council (MHTC); the Malaysia My Second Home (MM2H) agency; the Malaysia-China Tourism and Culture Promotion Chamber (MICA); and the Malaysian Association of Tour and Travel Agents (MATTA), totaling 68 key partners.
During the events, the delegation not only promoted traditional tourism but also launched specialized programs responding to post-pandemic trends, including “Study in Malaysia” educational tourism, “Wellness & Health” medical tourism, and the upgraded “Malaysia My Second Home” long-stay program, offering a differentiated and competitive strategy.
At the Guangzhou roadshow opening ceremony, Deputy Director Rahim emphasized, “China is one of Malaysia’s most important source markets. China’s inclusion of Malaysia in the first batch of countries to resume outbound group travel shows great mutual confidence.” He also revealed that Malaysia has designated 2025 as “Visit Malaysia Year,” with the goal of attracting 23.5 million international tourists and generating RM76.8 billion (approx. 11.5 billion RMB) in tourism revenue, with China positioned as a “key growth engine.”
Catering to Diverse Needs, Malaysia Deepens Post-Pandemic Tourism Offerings
To meet evolving travel preferences in the post-pandemic era, the Malaysia Tourism Board introduced three major themed tourism products at the roadshow:
Medical Tourism 2.0: In collaboration with MHTC, the campaign highlighted internationally accredited medical institutions offering services such as cardiac surgery, cosmetic procedures, and cancer screening, alongside wellness resorts and recovery packages.
Study & Travel Fusion Programs: In partnership with MICA, customized educational travel routes were introduced, such as “language + cultural immersion” and “STEM + ecological research,” targeting youth and family travelers.
Upgraded MM2H Program: With simplified application procedures and expanded long-stay benefits, the program targets high-net-worth individuals in China with a dual “retirement + investment” model, and provides Chinese-speaking consultants for full assistance.
In addition, the Tourism Board released the “2023 Chinese Traveler Preference Survey Report”, showing that post-COVID, Chinese interest in island vacations, eco-adventures, and cultural experiences rose by 47%, 33%, and 28% respectively, while demand for medical checkups and retirement migration surged by 120% year-on-year.
Flight Capacity Rapidly Recovering; Targeting 16.1 Million International Tourists in 2023
Tourism Malaysia revealed its 2023 target of 16.1 million international arrivals, generating RM49.2 billion in revenue, with China as a priority market. Currently, there are 81 weekly direct flights between Malaysia and China, operated by nine airlines including Malaysia Airlines, AirAsia, Batik Air, China Eastern, and China Southern, covering 12 cities such as Beijing, Shanghai, Guangzhou, Shenzhen, and Xiamen. Rahim noted that with market recovery underway, new routes to second-tier cities such as Hangzhou, Chengdu, and Wuhan are planned for the second half of the year, and annual flight volume is expected to surpass 80% of pre-pandemic levels.
At the industry networking session, MATTA President Mr. Chen Sanshun remarked: “Before the pandemic, Chinese tourists accounted for 12% of Malaysia’s international visitors. This roadshow is not only a sign of recovery but also a turning point for transformation. We will work with Chinese partners to build a ‘digital tourism ecosystem’ through services like AR-guided tours and contactless payments, enhancing the smart travel experience for Chinese tourists.”
The launch of this China roadshow marks Malaysia’s shift from “post-pandemic recovery” to “strategic offensive” in tourism. As 2025 draws closer, whether Malaysia can leverage the Chinese market for leapfrog growth may become a bellwether for the entire Southeast Asian tourism industry’s revival.
